TAG Heuer S.A. (/ˌtæɡ ˈhɔɪ.ər/ TAG HOY-ər) is a Swiss luxury manufacturing company that designs, manufactures, and markets watch and fashion accessories. It also sells eyewear and mobile phones manufactured under license by other companies with the Tag Heuer brand name.

The company began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer in St-Imier, Switzerland.

In 1985, TAG Group purchased a majority stake in the company, forming TAG Heuer.

In 1999, French luxury goods conglomerate LVMH bought nearly 100% of the Swiss company.

The high-end Swiss manufacturing brand name combines the initials of “Techniques d’Avant Garde” which is the founder’s surname.

Formed in 1985 when manufacturers of high-tech items such as ceramic turbochargers for Formula One cars, and British businessman, Ron Dennis, acquired the company.

In 1999, the company accepted a bid from LVMH Moët Hennessy, Louis Vuitton S.A. of $739 million in agreement upon a transfer of 50.1% of the stock.

In 2010, the “Pendulum Concept” was introduced. The first magnetic oscillator without hairspring capable of providing restoring torque comparable to that of hairspring.

In 2013, TAG Heuer celebrated the 50th anniversary of the Carrera. The racing-inspired chronograph is a key part of the TAG Heuer range today. There have been ten generations of Carrera since its introduction, with models launched every decade since 1963.

In 2017, the limited edition Muhammad Ali Watch was released.